Total Control: Tools to Track your Performance

Control. Itís a powerful word, isnít it? It may annoy some and even make others writhe with fear. However, life teaches us that the ability to control is a necessary quality. You need to know whatís around you. You need to be able to measure, understand, perceive and act upon it. In this game, if you wanna reach the top and have stable results, control is key.

Thatís why Iím gonna tell you about some tools that can help you get up-to-date info thatís certainly gonna be crucial for you to track your performance.

Postbacks

Nowadays there are lots of high-tech tracker solutions for mediabuyers. These basically give you the ability to control your performance by gathering all your info from ad-networks and affiliate networks and then cross-matching it. Itís usually something that costs some money. Even so, itís a real life-saver. Remember: at the end, youíll have all the relevant info right before your eyes; your costs, revenue and margin of each campaign.

In Mobidea, we can easily set the postback option. In fact, if youíre using this option, we can even create an integration with Voluum.

There are two stages that you need to go through in order to integrate it:

1. You need to add an additional parameter data3 to your smartlink/offer link equal to the clickid token of your adnetwork.

2. Activate the postback option. If youíre using Voluum, just insert your Voluum subdomain in the empty space of the Voluum option. If not, choose the ďcustomĒ option and add {{DATA3}} in the space of your postback url to track the clickid or another unique parameter and {{MONEY}} for the revenue of a transaction. You can track two more unique parameters using {{DATA4}} and {{DATA5}}

The process of tracking is quite easy. When the user is landing on your smartlink/offer link, data3 detects the clickid of the user and sends info about him back to your tracker (because the postback is already incorporated in your smartlink).

Notepad/Excel/Pen and paper

This is so obvious you may think itís silly to even mention it. Even so, you should really get used to writing down all the changes youíre planning to make. In the near feature, that process may help you understand what was the impact of your change; whether or not it was positive. Letís imagine youíve increased a bid and, suddenly, you started getting more traffic, your conversion rate improved and your performance is flying high. How do you get to know what youíve done? Because you wrote it. By scribbling what youíre doing, you keep track of your actions and become a much better media buyer. You get to know which moves work and which donít; which simple change became the solution to your problems and what mistakes have created a mess.

Now, letís assume you decided to get even more volume and still keep great ecpms. Youíve further increased your bid but, quite contrary to your predictions, your performance dropped. If you keep on writing each and every change you make, youíll see you can easily go back to the past; go back to what you were earning before youíve made that specific alteration that ruined everything. Bear in mind that this doesnít only concern numerical parameters. You can use this simple method of writing down everything so as to understand every change in banners, OS, operators, and categories you test.

Dynamic tracking

Dynamic tracking allows you to send info from your ad-network to your affiliate network. Thus, your affiliate network will display visits, conversions and revenue split by parameters. This way, you can cross-match and track data at a campaign, or banner, or site level, etc. If you do this, youíll see how much each of these parameters have earned on the stats of your affiliate network. With dynamic tracking, youíll always get a detailed report on the revenue of each campaign, or site, or banner and so on and so forth. Thatís a great tool, because it gives you the chance to compare and learn which, at the end of the day, will help you to optimize.

Note: At Mobidea, the ending of our smartlinks and single offers looks like this:

&data1=Track1&data2=Track2

In order for you to receive data you want, you need to replace Track1, Track2 or both with dynamic parameters from your adnetwork. If you have more than two parameters, you can track others as well, using an underscore between the parameters. Even so, in this particular case, in order to not mix data, you should try exporting it to Excel.

Hereís an example of how the ending of our smartlink might look like, if youíre using Exoclick traffic.

&data1={campaign_id}&data2={src_hostname}_{variati on_id}, where the first parameter sends data on the campaign id on Mobidea; the second, on the site; the third, on the banner ID.

Being a Mediabuyer is hard work. It requires a great deal of logical ability. It demands intuition and, most importantly, experience in this tough world. Moreover, you gotta be careful and analyse every possible detail, making sure youíre organized and know how to cross-match data. That ability to see what other donít is crucial. Itís fundamental. Our job is to see dependencies and understand why certain changes create such an impact while others fail miserably. I suggest you always track your performance, control your costs and beware of the hidden details.

Correlation between Volume, Bid, CTR Ė The Karma of Traffic

Our lives are made of connections, correlations. In fact, small things may have a huge influence. We may fail to understand some correlations but we’re surrounded by them: a presidential speech may wreak havoc on financial markets; the stars shining bright happen to command the tides. Any action you make creates a karmic reaction.

That was never truer than when we refer to Media Buying. There are lots of relations between different parameters and media buy beginners should take them into consideration. Let’s take a look at some situations, attempting to find consistent patterns of traffic behaviour.

Real bid decreased – volume decreased – CTR decreased – This situation tells you that your traffic was stolen. This is a normal process and it means you’re losing volume. If you wish to get back to the amount of traffic you had, you gotta increase your bid and pay more for the same traffic quality you used to have. Moreover, this pattern also means your ad is losing ground. When your position is lower, the user on the website already understands the structure of the page and can tell if the spot is a real video or an ad space before he reaches your banner impression. What happens then? He’s gonna click fewer times on ad spots and, as a result, the quality of your traffic starts sliding down. Thus, the CTR is dropping too.

Real bid kept the same – volume increased – CTR increased – This shows that the competitor before you (with a higher bid) left the auction. That means your position improved without the need for you to act. You’re gonna start receiving traffic of a higher quality whilst paying the same money. It’s a perfect scenario! Due to the fact that the quality of traffic is better, the CTR automatically increases. In this case, try to enjoy your earnings and keep fighting with the next competitor (the one with a higher bid) for his traffic.

Real bid increased – volume decreased – CTR decreased – This means that the spot and targeting is very competitive at the moment. It seems obvious that one competitor over-bid you and that’s why you lost some traffic which eventually made your CTR decrease – even if you do try to get more volume and a better traffic quality. What’s your problem here? A big one: you’re paying more for nothing, because your traffic is not getting better. Your investment is, therefore, useless.

Smart bid increased and/or real bid increased – volume increased – CTR increased – This is the most common case and the most logical trend. When you increase the bid, you get a better position in the eternal fight for traffic and therefore you get better impressions (if, before, you had the 10th impression, now you can easily get the 2nd one). This means that the quality of your traffic has increased due to the probability of clicking on the banner and acquiring the offer for the user. Indeed, the higher the impression, the better. That’s why the CTR is also increasing in relation with the rise of your impression level. This explains why the volume of the traffic increased as well: there are more sites that have the 1st impression and fewer that have the 50th. The same works the other way around. If the smart and real bid decrease, the quality of traffic, CTR and volume also decrease.

A successful mediabuyer should always be alert to small details. You gotta analyse things thoroughly and be ready to deal with sudden changes and interrelations. That’s the only way for you to make serious money.

Hope you got inspired by these tips. Now, get a move on and start piling that tasty gold!

Good luck!

Wanna learn about every important aspect of Media Buying? Then just check the Mobidea Academy!

Day Parting - A Way to Boost your Revenue

The profit of a mediabuyer depends largely upon factors that are simply unpredictable. Indeed, from national holidays and strikes in invested countries, to technical breakdowns and the surly mood of an account manager, there are many aspects which may affect the outcome of your mediabuying journey.

Even so, there are ways to fight against these infectious externals. Today, Iím gonna show you a simple trick that youíll surely find useful. I hope that, by the end, youíll have yet another tool that helps you get the most profit possible from your campaigns.

Whatís our topic? Day-parting.

Itís no secret: your profit varies during the day. In some geos, your profit is a mirage; in others, there are particular hours filled with the promise of grand revenues.

Well, you ask: what should a mediabuyer do in such a world? The best option for you is to cross-match costs and revenues from both ad and affiliate networks. Exoclick, for example, provides a pixel or a postback option in order for you to track sales, making it easier for you to optimize your traffic by hour. Traffic Factory and Reporo will also give you stats by hour.

If you want to check some more thorough stats feel free to ask your affiliate manager to provide you a report on ecpm variation by hours for a specific geo based on overall traffic. This way, youíll get a general idea of the behaviour of your traffic, becoming able to make decisions regarding optimization, while also having the chance to launch more profitable tests.

If youíre sure your campaign is break-even (or even if youíre losing money) and youíve already made all the optimization steps and it didnít help, this is what you do: you gotta check if there are certain periods of the day in which youíre getting more revenue. In order to know this, you gotta have relevant stats that will allow you to optimize whenever you see fit.

Now letís imagine a different case. Letís say a campaign is bringing you a good margin, but the competition is high and you canít keep this margin by increasing your bid or the cap. Think about creating exactly the same campaign with a higher bid but only for your most profitable hours. By doing this, youíll acquire more volume of traffic with the best performance.

What else can you do if you find yourself in the position of being first and being quite profitable? You can play it safe: duplicate the campaign in order to grab more impressions during the best performing hours.

Hereís two real examples of campaigns. Inside the red frames, you can see the hours with the highest values when compared to the average Ecpa (or ecpm on the second example). These hours may be responsible for a loss of money and, therefore, you should consider optimizing within this period of time. On the other hand, inside the green frames, you can check which hours are steadily producing more conversions. This is a sign. You should think about creating an additional, exclusive campaign for these hours in order to get more volume of traffic.

If youíre using Smart CPM on Exoclick, you can notice if the CPM increases in particular hours. If it does, that means the competitor has intervened and raised the bid for these hours. If youíre not using SmartCPM or if youíre working on a different adnetwork, and you notice thereís a traffic drop for specific hours, it means some guy is overbidding so as to get this traffic. If you use this info well, youíll adapt your campaigns in accordance.

Keep making that cash flow real smooth and learn from these pro tips!

Good luck to all!

Liked this article and are thirsty for more? Then you should check the Mobidea Academy!

Capping - Everything you should know

As a mediabuyer, youíre gonna be able to use a lotta tools when creating a campaign. You may leave some of them by default because their impact on a campaignís performance is almost unnoticeable. However, there are others that are rather important. One of them is called frequency capping, and it can be applied to a campaign, ad or spot.

The frequency capping is a tool that allows you to limit how often an ad is shown to the same user in a set period of time. In other words, it refers to the number of times (impressions) the user will see each ad. If you set a frequency cap of 2/24 hours for an ad, it will be shown a maximum of two times to the same user in only one day. If you choose this metric for a campaign and you have more than one banner implemented there, the frequency cap of 2/24 hours means that the user will see 2 impressions in 24 hours, regardless of the banner; that is, the impressions can come from the same banner or from different banners Ė itíll always depend on the ads rotation system inside the campaign (it can be random rotation, or based on CTR, or based on performance). In some cases, the frequency capping can also be applied to a zone or group of campaigns.

Whatís the idea behind this tool? Itís a very useful tool when youíre buying on a CPM basis (cost per one thousand impressions) and youíre receiving by conversion, lead or sale. As your main goal is leading the user to the conversion, you can restrict your costs by paying only for the impressions that are most likely to give you more revenues. If a user sees a banner many times and doesnít click on it, you canít expect itíll do it in the near future and so you donít need to pay for that impression forever.

The frequency capping you should set depends on your position among the competition. Let me clarify this for you, using some examples.

You know that youíre not in the first positions; that thereís another ďguyĒ paying more than you for each impression for a given spot and/or campaign. Youíre basically receiving the rest of the traffic heís not able to get or doesnít want (case 1). What Iíd suggest you do is try to gain the top positions by raising your bid, and analyse whether or not thatís profitable for you.

After you increase your bid, youíll have to deal with one of these two scenarios: the first position is far away from being profitable for you (case 2) or it happens to be your perfect position (case 3).

Case 2:

Case 3:

In the first scenario, and once you arrive to the first position, you can expand your frequency capping or even disable it to bring more profitable impressions, until the point that itís still profitable for you (case 4 and 5).

Case 4:

Case 5:

However, the first position is not always perfect for a media buyer. Sometimes, you can lose money there. In this case, and taking into account that youíre making money in the second position, you can try to receive more volume in lower positions, until ultimately reaching a point where itís not profitable (case 6).

As the number of impressions increases, the CTR of the banners will decrease. That means that increasing the capping means decreasing the average quality of your traffic. For this reason, Iíd advise you not to consider the CTR and performance of the banners and/or campaign before the changes.

If youíre managing a new campaign and have no info regarding your position, I suggest you try a low frequency cap, for example 1/24 hours or 2/24 hours, and then analyse its performance. Try to make tests and measure the campaignís performance with changes in the frequency capping. I assure you that youíll be surprised because youíll see how a simple change can cause you damages or increase the number of profitable impressions.

To sum up, the changes in the frequency capping are crucial when youíre trying to increase or limit your inventory. For example, if you identify a period of the day/week in your campaign that performs better than others, you can increase the capping for that period to gain more impressions Ė basically, this means you work with the Dayparting.

Iíd also advise you to be careful with changes in the frequency capping as they only work when youíre in a profitable position. If you start playing and changing the frequency capping without being in a profitable position, youíll start losing money.

Thatís all for now! Keep climbing the Mediabuy mountain to reach the top and earn big money!

Loved this post and want to read even more about Media Buying? Then just check the Mobidea Academy!

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Signs- How to analyze campaign's variations

Concurrently, as good results appear, word of mouth and digital marketing get more market share. Therefore, competition starts to increase on a daily basis. These are two aspects of the same story that you should be able to face and work with.

Even though having good results is a challenging process, itís much harder to actually maintain them. If you fail to see the various signs and warnings left as a signature in the campaignsí statistics, your performance will be at risk and the margins may be slowly destroyed. Some of these remarks refer particularly to networks which use smart bid. Nonetheless, you may use other parameters other than the SmartCPM to really understand the market.

Adnetworks are growing, steadily updating their features and statistics to provide us the best possible user experience - always result-oriented. Letís analyze some situations you need to fully understand in order to react accordingly. Remember that ďIn the land of the blind, the one-eyed man is kingĒ and you never know what can happen in the next hour when youíre doing Mediabuy. Imagine your performance was decreasing by a lot in the last days. Then, you should try to understand whether it was because of competition, a problem on the offer side, or another issue.

1- Offers, revenue and traffic Quality (CTR)

Thereís a direct connection between these parameters. If the offers are better, the revenues will also be better. If the CTR is higher it will also mean a higher revenue. Be careful, though. It wonít mean a higher profit as it has to be combined with the costs. Donít forget that higher CPM also means higher CTR and, in the end, higher costs.

You can have an idea of the offersí quality by looking at your revenues and traffic quality.

There are 2 possible explanations for a drop in your campaign margin:

 If the revenues are similar, or have increased slightly, then costs are the problem.

o If the costs have increased and the CTR has increased that means the competitor (which was above you) lowered the bid just below you. In this case, your CPM is higher (if the adnetwork has SmartCPM method) than before, which makes your costs increase. If you cannot support the costs you should lower your bid below him. If youíre using CPM method, the cost wonít increase inasmuch as itís a fixed value.

o If the costs increased and the CTR is the same it may be an indication that the network is now sending more traffic for the spot. In this case, your costs just increased due to a volume increase. You should analyze the targeting and if you cannot afford this position you should lower the bid or decrease the capping.

 If the revenues dropped, it may be because of two situations:

o The offer is now performing worse than before. You should ask your account manager what happened with the offers. Knowing the state of the offer will allow you to know whether or not you need to make changes. For example, if itís just a temporary pause for 24 hours, you shouldnít change anything in the campaign.

o Youíve lost a position in the ranking and the traffic quality is lower. You may use the CTR values to check this situation and the impressions variation. If youíve lost a position you may want to recover the ranking position. For that, you need to increase your campaignís bid. Yes, the costs will be higher, but you may still afford it. Donít forget: a higher bid increases your quality.

If the margin increased, it may be due to one or more of the following situations:

 The revenues just increased because of a better performing offer. You should try to get a higher traffic share while you have a well-performing offer. You should also contact your AM and congratulate his team ;-)

 The revenue just increased because youíre now receiving better quality traffic. This may be because the above competitor gave up on the segment or it went to lower positions than the competitor just below you.

 The revenues didnít increase but you have the same quality of traffic at lower prices. This situation it only possible if the competitor below you gave up on the segment (if the adnetwork has SmartCPM method). This signature will be visible in the lower CPM values and in the lower costs. Your best move in this situation is no move at all. If the adnetwork uses the CPM method, the costs are fixed because the CPM value is fixed.

Launching or reactivating old campaigns

Launching campaigns near holidays/weekends/periods when you know you wonít be able to control your campaigns may be tricky. Some mediabuyers check their campaigns 24/7 but others canít constantly be checking performances. Be careful with this to avoid situations in which your performance can be out of control, making you lose money during some days.

Reactivating old ones can also be a tricky task. The environment (competition or offers) may have changed and you should be careful when testing traffic.

If your performance was good:

 You should select capping equals to one, even if you had a very good performance before, so as to avoid crazy costs and performances. You may increase the capping if you see that conditions are good.

 At the time of reactivation, you should keep the older optimization. Later on, donít forget to test a wider targeting, especially if you have profit.

You may want to reactivate a less profitable campaign, if you want to test the targeting again or if you had no time to optimize at that moment.

So, if the performance was poor:

 You should select capping equals to one, and keep it while the campaign isnít very profitable.

 You should use the targeting you have if you consider that the last optimizations were done correctly and not too much time has passed since it was active.

 If you think the optimization may be out of date it will be better to test the segment again, from the beginning, by including all parameters.

How to minimize risk in these situations?

If you know you have to be careful but you still want to activate the campaigns, you may minimize risks. Adnetworks introduced some features that can be useful to prevent big losses:

 You may select a daily budget which will set a maximum spending by day.

 You may select a total budget which will set a maximum spending for a campaign.

 You may do a day-parting. It may be a good solution to control your costs or test new segments during the ďhotĒ hours and avoid huge costs at the beginning.

Pay attention to these features. Even though they may seem positive at a first glance, they may limit your revenues if you donít get all the traffic youíre supposed to get. Indeed, youíve got to use these features wisely.

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